One embodiment of the present invention sets forth a technique for dynamically cropping image data transmitted to an endpoint device. The technique includes computing a first visual interest score for a first visual interest region within a digital image based on content included in the first visual interest region, computing a second visual interest score for a second visual interest region within the digital image based on content included in the second visual interest region, and determining that the first visual interest region is preferred over the second visual interest region based on the first visual interest score and the second visual interest score. The technique further includes setting a location within the first visual interest region as a point of visual interest and transmitting the digital image and the location of the point of visual interest to a computing device for displaying a portion of the digital image that includes the point of visual interest.